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LEGO is so omnipresent in today\u2019s culture\u2014through its stores, its theme parks, its movies, and of course its construction kits\u2014that it\u2019s hard to imagine a world not strewn with billions of colorful plastic LEGO bricks. Yet less than two decades ago, in 2003, the company came close to extinction, thanks to a frenetic bout of new-product introductions that left out LEGO\u2019s core customers: the kids and adults who just love to build stuff with bricks. In today\u2019s episode of Soonish, hear how the family-owned company behind the LEGO \u201csystem of play\u201d recovered from this near-death experience and reconnected with fans to become the world\u2019s most valuable toy brand.